Bob Liodice, the articulate leader of the ANA, recently wrote an article for Ad Age’s CMO Strategy section - – A Look Back at 10 Ideas That Changed The Marketing World… http://adage.com/cmostrategy/article?article_id=142090….
Some of his selections are better than others, of course. But that’s not the point. It got me thinking about the big ideas I’ve [...]
“Simplicity is the ultimate sophistication” – Leanardo da Vinci
“When forced to work within a strict framework the imagination is taxed to the utmost- and will produce its richest ideas. Given total freedom the work is likely to sprawl” – T.S. Eliot
I’m not sure about the marketing resumes of da Vinci and Eliot… were either of [...]
Do you think there’s a ’standard’ checklist or recipe of the ingredients that are ‘must haves’ to end up with great marketing? I’ve been keeping a list of what I think constitutes great marketing inputs… see if they make sense, and if you have others!
- true understanding of the target audience, and deep insights about [...]
With your marketing budget, would you rather:
- put it all behind marketing your product/service… or try to fit into your customer’s lifestyle?
- build traffic/trial… or build brand equity/awareness/attractiveness?
- be totally focused on one or two things… or have a wide and broad set of activities?
- take the conventional approach (FSI’s, :15’s etc)… or take an [...]
Totally focused on your product/service (rather than ads, communications, media etc)….
- Brand & Product Development
- Brand Expansion
- Brand Renewal/Refreshment
- Product Innovation
- Product Conceptualization and Planning
- Product Design Solutions
- Product Development for Retail, alternatives to Retail
- Product Development for Sourcing Alternatives
- Merchandise, Merchandising and Marketing Support – all connected together
Agency says “Here’s your product, and here’s [...]
The Facts:
- consumers have moved from passive to active (from ignorant to inquisitive)
- retailers have moved from passive to active (from real estate to community service center)
The Current Situation:
- marketing is still mainly about messaging and bribing, not about engaging
The Disconnect:
- consumers (and retailers) don’t want messages or bribes, they want more
The Result:
- ‘marketing’ has [...]